Abstract: Some embodiments of the invention provide techniques for identifying unintentional input to a mobile advertisement. Unintentional user input may be identified by determining a time interval between events (e.g., two events) relating to the user's interaction with the mobile advertisement, and comparing the time interval to a threshold time interval (e.g., a predetermined, static threshold time interval). If the time interval is shorter than the threshold time interval, then the user's input is determined to be unintentional. If the user's input is determined to be unintentional, then statistics relating to serving of the ad may be adjusted accordingly, so that the unintentional input does not skew ad performance metrics, and does not cause the advertiser to bear unnecessary costs.